Shawn Collins of the Affiliate Summit did a nice review of my book today. It’s nice to see some people other than my wife or publisher read it and say that it’s good. Haha. Here’s his review.
I write in depth in my book about marketing for causes. Cause marketing of course means that you’re putting the cause first. It can’t work the other way around. You are simply the organizer of the cause, your brand or business, and the last thoughts you should have is “how do I profit from this?”
If you try it that way, you’re doing it wrong.
Scott Stratten, author of UnMarketing: Stop Marketing. Start Engaging., gets it. He’s organized a cause marketing effort that is worth your time and donations. Check it out here. I donated, and gave a signed copy of my book into the prize pool as well. And now I’m spreading it here, and on Twitter and Facebook.
Because that’s what I should do. Not because it helps me in any way. Not because I can get ROI from it. I share the message because it needs to be shared. I live a blessed life, and I thank the powers that be every single day for it. When I see others that are struggling I have to react.
Which is why social media is such an amazing and powerful thing. It allows us to almost instantly, and easily share and spread the word about things like this. And more importantly, because it’s easy, it works. Consider the United Way for example. Before the Web and social media they OWNED the massive percentage of donations from the public. Why? Because they had the biggest name and marketing budget. Other, small, also deserving charities and causes couldn’t compete.
Now they can. Please head on over and see how you can create your own cause marketing campaign as Scott did. Then donate. Or just donate below.
That Old Spice thing really made a huge internet splash last week didn’t it? But did it make money for the company? From MarketingVox…
The wild success of the Old Spice ad campaign has reminded marketers of something they’d rather not dwell on: even if an ad goes viral, it doesn’t necessarily translate into sales. Last week, Old Spice spots occupied a record-setting four positions on the “Top 10 Viral Video Ad Campaigns Chart,” compiled by Visible Measures, MSNBC noted. But sales of “Red Zone After Hours Body Wash” – the specific Old Spice product the top spot is promoting – have fallen by 7% in 2010, it said, pointing to WARC figures. The first ad debuted at the Super Bowl in February.
Missed the videos? Here’s one.
The reason they’re not seeing sales (ROI) on this is because a viral video for a major consumer brand isn’t going to do more than entertain and build a brand. It’s basically like putting out a series of magazine ads. There’s simply too much disconnect from the only point of purchase, which is in the store, and the message, which is delivered via the Web.
For example, you’re watching the Old Spice videos, and laughing and being entertained, but there’s not a “buy now” button anywhere in sight. If you want the product, you have to get in the car, drive to Walgreens, find it in a sea of other products, and then buy it. Whew… a lot of work.
But that doesn’t happen. The Old Spice viral videos made us laugh, but they didn’t make us buy, because again, big name retailers don’t get how to move the needle in true Internet Marketing style. What I would have done would be to put a direct “buy now” button on a landing page and pushed the videos with a call to action to that page at the end of each video, and I’d put an annotation on the videos doing the same thing.
That landing page would have a special offer on it to purchase the product. A coupon, a discount, something fun even. Heck, why not let them buy a voucher they could take into a store? Let them buy something! Then, and only then, would they be able to actually say, “Hey, these videos work and we sold some stuff.”
Why are big brands so afraid of direct response? Are they so afraid of cheesing off their retailers that they won’t try? It’s time for them to give it a shot. How else are they truly going to measure success?
As I said in the title, this video has lots of cursing in it and is not safe for work or kids. But wow, is it funny. Makes you think… The Apple branding machine has really done an amazing job haven’t they? I still want my iPhone though.
Fellow Wiley author Scott Stratten (Unmarketing) put out a nice little attention-getting video that I think you’ll enjoy. Ok, well, you’ll enjoy the fun of it, not so much the singing. I kid, I kid. What’s interesting to me about this is that he had the idea one morning, wrote the lyrics, recorded it one take in his car and posted it later that day. So far… 77k+ views. Why can’t you make a video with a fun idea and make it go viral? Oh wait, you can.
By the way, his new book, UnMarketing: Stop Marketing. Start Engaging., comes out right about the same time as mine. Can’t wait to read it.
I shouldn’t do this probably. I mean, Shannon Vargo and Wiley (my editor and publisher) aren’t going to like this. See, my book doesn’t even ship until August, but I just can’t wait any longer. You need to read it now! So here goes. Below is a video I made of my entire book. This is the galley copy. That means this is the final copy I get to proof before it gets bound.
I’m probably going to get sued by Wiley for giving away my book for free, but I’m willing to take the risk. I think. Oh well, it’s live on YouTube now. Enjoy, and let me know what you think.
By the way, if you’re wondering how I was able to get 279 pages and 72k+ words into a short video, well, just watch.
Hey, if you liked this, please share it? Twitter, Facebook, Stumbleupon… whatever!
Not all of us can do it though, but if learned, you can certainly get people to pay attention. Check out this great video from a Japanese magician who uses the new iPad to wow and amaze.
If you can do something different or special, that nobody else can do, you can get attention. Then you can turn that attention into revenue… if you read my book.
I’m doing a fun little video project for my book using Animoto.com. Would you like to be involved and featured in the video?
You would? Great! It’s super easy. All you have to do is download and print this one-page flyer for my book.
Download here. (pdf)
Then take a picture of yourself with the flyer and send it to me at firstname.lastname@example.org. Be as creative as you want! I’ll use your photo in an upcoming video promotion for my book launch. One of you will win a signed copy of my book when it comes out in August. Deadline: May 15, 2010 Thank you so much!
P.S. Why aren’t you participating the forums? Come on in! Membership is free today!
Here’s a little video of a few of the things I have gotten for $5 each over at Fiverr.com to promote my book. It’s simply amazing, isn’t it, that you can now engage people all over the world in such a manner.
Remember, $5 might not mean much to me and you, but in other parts of the world, it’s a LOT of money. Think about it. If you were poor and lived in China or Africa or some other place, heck, even America. What could you do to earn $5?
Please pass this on if you enjoyed it… or agree with it.